Adwanted Group

Global OOH Advertising Set for Explosive Growth Ahead

An ExchangeWire feature analyzes the global expansion of Out-of-Home (OOH) advertising as digital OOH (dOOH) and programmatic DOOH (pDOOH) accelerate. It cites a worldwide OOH market forecast of USD 11,016.26 million for 2022–2027 and details regional dynamics: Europe/EMEA nearing pre-pandemic levels with UK growth around 4.93% CAGR; Europe’s DOOH market forecast at €13 billion by 2024; APAC led by China with OOH around USD 9 billion and about 30% digital; North America expected to account for roughly 30% of global OOH growth at a CAGR of 4.95% from 2023–2027; LATAM DOOH/pDOOH to reach USD 15 billion by 2026. The piece also highlights new DOOH formats (e.g., EV chargers, ride-share) and OpenRTB objects for DOOH, plus the need for measurement and accountability across the ecosystem, with commentary from industry leaders on programmatic adoption and multichannel strategies.

BeReal's Decline Sparks Doubts; Simpli.fi Expands with Bidtellect

AdExchanger’s March 1, 2023 news roundup covers two major threads in advertising technology. BeReal’s user activity has declined significantly, with average monthly active users dropping from 14.7 million in October to 7.7 million in February, raising questions about monetization despite prior recognition as App of the Year by Apple. In ad tech, Simpli.fi announced it would acquire Bidtellect, a DSP focused on contextual and native advertising, with the deal price undisclosed. Simpli.fi’s platform centers on a DSP for local advertisers and has been expanding into connected TV, including a tool to boost incremental reach for streaming households. The acquisition would add capabilities like advanced CTV advertising and precision programmatic targeting. Simpli.fi previously acquired CoreMedia in January 2023, and Bidtellect’s CEO Lon Otremba spoke about delivering new capabilities for clients. The roundup also touches NAD/FTC enforcement on advertising claims and other industry moves.

TTD's Mixed Outlook: Bullish Gains vs. Bearish Risks

AdExchanger's round-up centers on The Trade Desk's earnings and the mixed analyst view from Needham. Needham analysts Laura Martin and Dan Medina present bullish and bearish takes: TTD is gaining share from independent DSPs, with connected TV (CTV) expected to push video ahead of display as the top format; video accounted for 45% of revenue in 2022, up from 42% in 2021. The company also carries a cash-rich balance sheet with about $1.5 billion in cash and no debt, and remains highly profitable, though growth is slowing and valuation remains high. A key risk is customer concentration, with the top 10 agencies representing more than 60% of revenue. The piece also touches broader ad tech topics such as podcast brand safety tools and privacy efforts like FLEDGE, alongside notes on Silk, Oatly, iHeartMedia, Snap, and Alphabet signals.